Since Justin Baldoni announced the film adaptation of the best-selling book It Ends With Us in 2019, excitement has been widespread. Colleen Hoover's novel emerged as a cultural sensation, with 20 million copies sold and more than a billion tags on TikTok.
Blake Lively's casting as the main character added to the anticipation, with fans hailing her as the perfect portrayal of Lily Bloom. The story follows Lily, a Boston florist entangled in a love triangle with her abusive boyfriend Ryle Kincaid (played by Justin Baldoni) and her first love Atlas Corrigan (Brandon Sklenar).
Despite the film's successful box office earnings of over $350 million globally, controversies brewed behind the scenes. Rumors of discord between Baldoni and Lively surfaced even before the film's release.
The press tour for It Ends With Us, a film tackling domestic abuse, deviated from expectations. Instead of focusing on advocacy, the promotion highlighted Lively's fashion ventures and her husband's gin brand, drawing critique for being tone-deaf.
Various incidents during the press tour, like Lively's comments at premieres and promotional videos, faced backlash for their perceived insensitivity. Concerns also arose when Lively and Baldoni did not appear together on the red carpet and avoided joint interviews.
As the film garnered mixed reviews and debates about its portrayal of abuse, a crisis manager was brought in by Baldoni during the press tour. Following the tour, Lively encountered online criticism linked to her comments and past interviews.
Allegations of a feud escalated into legal action as Lively filed a lawsuit against Baldoni and his production company, alleging sexual harassment and creating a hostile work environment. In response, Baldoni's team denied the allegations and cited Lively's demands as jeopardizing the film's release.
The unfolding events triggered solidarity from colleagues like America Ferrera, Amber Tamblyn, Alexis Bledel, and the novel's author, Colleen Hoover, who expressed support for Lively. The ensuing legal battle, podcast fallout, and a high-stakes libel suit against The New York Times marked a turbulent chapter for all involved.